Content Repurposing: Turn One Idea into 10 Posts
Learn how content repurposing turns one idea into 10 engaging posts. Save time, reach more audiences, and improve your content marketing strategy.
10/22/20266 min read
Creating new and interesting content on digital marketing channels is never an easy task. Many companies invest several hours in developing ideas, writing blogs, designing posts on social networks, and filming videos. However, there is one trick that can help a lot with saving time and reaching a broader audience – content repurposing.
Instead of coming up with an entirely new idea each day, one can simply take one useful concept and develop ten different types of content from it. For instance, just one blog post can be used to create Instagram carousel, video, post on LinkedIn, infographic, etc.
Content repurposing allows getting maximum value from your content while remaining consistent in all your online activities. In this blog, you will learn how to turn one concept into ten interesting posts.
What Is Content Repurposing?
Content repurposing involves the act of taking existing content and converting it to another format so that it may be used by a new audience.
For instance, let’s say that the digital marketing company you work for creates a blog post named “5 SEO Mistakes Small Businesses Should Avoid.” Rather than just posting the link once and forgetting about it, you can convert the post into various pieces of content.
While the original idea will still be the same, it will be re-formatted to fit a particular platform and appeal to its audience.
This is not about re-posting the same piece of information to different platforms; rather, it is about sending out the valuable message in various formats.
Why Is Content Repurposing Important?
An effective content strategy is time-consuming, requires creativity, and demands persistence. Repurposing makes this process easier.
Some of the most important advantages of this technique are:
Time and resource-efficient: It allows building up on what you already have instead of thinking of something new every time.
Reaches more people: Some people prefer certain forms of content like video, while others enjoy long blog articles.
Creates brand consistency: Distribution of the same type of content increases brand awareness.
Increases value of content pieces: An informative blog post will work on itself for much longer.
Ensures consistent posting: Repurposing will help with posting regularly on social media.
Enriches your content strategy: Allows looking at one particular issue from different perspectives without looking for new ideas all the time.
In case of digital marketing agencies this method can be especially helpful with multiple clients and active social media.
One Idea, Ten Posts: How to Repurpose Your Content
Now let's look at an example.
Let's say that your original content concept is “Why Every Small Business Needs a Website.”
Below is how you can spin that one concept into ten different pieces of content.
1. Create an Instagram Carousel
Turn your points into a carousel that looks good.
Like this:
Slide 1: What does your business need a website for?
Slide 2: Establish credibility and trust.
Slide 3: Reach your customers online.
Slide 4: Promote your products and services.
Slide 5: Generate leads and inquiries.
Slide 6: Offer your customers an easy way to contact you.
This text needs to be concise, visually appealing, and contain a call to action at the end.
2. Make a Short-Form Video
Transform that same concept into a Reel, YouTube Short, or another short video.
Use an interesting start, for example, “Are you still operating a business without a website? Three reasons why you should change your mind.”
Elaborate on three important advantages in clear terms along with appropriate visuals and captions. Conclude your video by asking people to visit your website.
3. Write a LinkedIn Post
Adjust the topic according to a professional audience.
Explain how a website enhances the credibility of the business, generates leads and ensures sustainable growth. You can also give an observation of how customers study businesses before buying their products.
The content of LinkedIn should revolve around professional views and not repeat the carousel text.
4. Design an Infographic
Show the key advantages of having a website using just one picture.
Keep it simple by using icons, brief sentences, and a clear design to convey the message. An infographic is a good choice when you want to present information fast and encourage the reader to save/share the post.
5. Create an Instagram Stories Series
Split your topic into several Stories that you can interact with.
Such as:
Story 1: “Does your business have its own website?”
Story 2: Talk about one of the problems that all businesses have if they don’t have a website.
Story 3: Tell about one of the major benefits of having a website.
Story 4: Put up a poll/question sticker.
Story 5: Ask people to learn more.
6. Turn It into a Short Educational Thread
Generate a set of connected posts in a forum that allows threads.
Discuss the importance of websites in an incrementally revealing way, one idea at a time. The first few posts will offer relevant insights, while the last post will highlight the idea and direct readers to your blog article or service webpage.
This technique can be used effectively if your idea involves tips.
7. Create a Quote or Tip Graphic
Pick out a key point from the original piece and create a graphic around it.
To illustrate this, “Your website is your online store no matter whether your physical store is open or not.”
Use design aspects to complement your message in accordance with your brand’s image. Do not include too many points within one graphic.
8. Write an Email Newsletter
Base the concept on the following to create an email to send to your subscribers.
Elaborate on the importance of having a website, provide two or three benefits that are important to users, and add a link to a blog or service page.
Email enables you to reach out to those who have already shown an interest in your brand.
9. Create a FAQ Post
Transform typical inquiries related to the topic into a factual social media post.
For instance:
Is a website necessary for a small business?
Will a website produce leads for a business?
Is a social media page sufficient for creating an online presence?
What is the frequency with which a business should update its website?
Responding to each query with a factual answer will be helpful in addressing consumer concerns and providing potential clients information about the services offered.
10. Develop a Follow-Up Blog Post
Extend one of the aspects of your original topic into an entirely new article.
In case of a blog about the necessity of having a website for business purposes, one could write an article like “How to Make a Business Website to Attract Leads.”
It will allow you to dive deeper into a related topic and create a series of relevant articles.
Best Practices for Effective Content Repurposing
While repurposing can save time, blindly copying and pasting the same message on each platform is unlikely to yield good results.
Consider following these best practices to maximize the benefits of your efforts.
1. Know Your Platforms
Each platform requires a specific type of content and audience expects certain things from you. A long LinkedIn post might turn into a visual Instagram carousel, for example. Try to adapt your content for the platform, rather than presenting the same message on each platform.
2. Give a New Spin to the Idea
Each post needs to add value. Perhaps, you can emphasize a different benefit, provide an example, answer questions, or give some insight.
3. Have a Consistent Visual Identity
Using the same color schemes, fonts, tone of voice, and message helps your followers to recognize you across different platforms.
4. Create Quality Content Over Quantity
Having ten posts based on one idea does not mean that all of these posts should be posted at once. Allocate these posts across your content calendar and ensure each post has a goal.
5. Track Your Results
Engagement rates, saves, shares, clicks on the websites, leads, and other key metrics will show which formats work well for your target audience.
How Digital Marketing Agencies Can Help
In case companies experience difficulty in generating quality content consistently, then dealing with a digital marketing agency becomes convenient.
Such an agency is able to find valuable content, come up with a repurposing strategy, design for various platforms, write captions, post content, and monitor its performance.
It becomes easy for companies to keep a consistent online presence without having to start from scratch in the development of each and every post.
Content produced by such a team also goes hand in hand with the other marketing objectives of the company like brand building, traffic generation, lead generation, and customer trust.
Ten ideas are not required in order to generate ten valuable posts. In some cases, one single idea might be sufficient for developing a content series.
With the help of content repurposing, companies will be able to save their time, access new audiences, and make better use of the existing content that they generate. The trick here is to adjust the content for the particular platform, to keep the high quality, and measure what works.
If your company is willing to remain active online without constantly searching for the latest content ideas, take your best blog posts, videos, and customer queries. Extract the main ideas, select the right format and generate valuable content.
Content strategies are not only about the amount of content generated; they are about the effective use of every idea.